Avatar Insights partnered with Arente Stockholm to explore how today’s luxury fragrance consumers connect with authenticity, transparency, and emotional storytelling. Through research with 488 avatar respondents, we identified four distinct personas—The Purist, The Story-Seeker, The Innovator, and The Legacy Connoisseur—each reflecting unique values from sustainability and minimalism to cultural heritage and progressive inclusivity. Findings revealed that ingredient transparency, consistent brand values, and emotional resonance drive purchase decisions far more than name recognition. These insights positioned Arente to differentiate through its Scandinavian minimalism and “Art of Memory Through Scent” narrative, guiding strategies in brand positioning, multi-persona engagement, and premium pricing.